Tuesday, 31 January 2017

OUGD501 - Studio Brief 02: Contextual Research (Links to Theoretical Research)

Any relevant information about: Client background, Competitors, Industry, Scene, Culture and Mode of communication. Must include at least 3 references to reading/research done for Studio Brief 01. 

Reference 1 - Gauntlett, D. (2008) Media, gender and identity. London: Routledge.
Nowadays with technology, media and the internet evolving. The 'representations of gender online' as also changing dramatically. This is because the internet is necessarily diverse, and any two individuals could spend years on it without ever looking at the same stuff. Nevertheless many people use the same search engine e.g. Google. But each individual journeys are interesting to see between the others. However, there are specific websites that are generally more popular than others. For instance Youtube at the time of writing is the world's most popular website that's not primarily a search site (Alexa.com. 2007). In the YouTube site it is very straightforward on finding the most trending a popular videos watched on the site. For example: in June 2007 the most popular clip in YouTube's history is a performance by a male comedian, 'The Evolution of Dance' which received 50 million views. The second most popular is the music video of Avril Lavigne's hit single, Girlfriend (2007), this received 38 million views, in which she is assertive her desires clearly and forcefully. This representing the two top videos a man being humorous and a women being feisty. In addition the internet has many stereotypes, categories and genres. With this recurring pattern of gender in Youtube. Youtube videos tend to be short, amusing items or pop videos. Apart from this Youtube is a site that is generally for users to find entertainment. The ideology the site aims towards is one of general silliness. Again, the site is full of a collection of diversity. Youtube is mostly successful for making people on the internet become Youtube stars. For example, the most popular channel contributors of all time are Smosh (6.2 million views in June 2007), this channel consists on two 19 years old guys creating comical videos. This is the opposite for a female star on Youtube who is known as Brookers, a 21 year old women who also creates comic, often musical videos. Her success for this is her unique, quirky humour she gives to the audience rather than an internet model for her looks. To conclude Youtube is able to allow individuals online to become more open and personal. This is demonstrated as women and men on the site are less fake and stereotypical personality. Thus with this kind of movement their is more concepts that can be created within Youtube adverts. The adverts are able to relate and connect to the genders online, this is referred to the power of data/cookie data recording. The internet knows what these gender are interested in and able to show them what they would like to see. Even though the gender maybe be reversed. For instance, Boys into make up and girls into sports.

Reference 2 - Devereux, E. (2014) Understanding the media. London: Sage.
Defining the media, media nowadays is rapidly changing within the environment in which the media controls. The media offers the consumers a useful amount of set criteria through which the users can define as the contemporary media. McQuail argues that these features have profound consequences for the cultural life and political and economic organisation of contemporary societies. Everyday social life is strongly patterned by the routines of media use and infused by its contents through the way leisure time is spent, lifestyles are influenced, conversation is given its topics and models of behaviour new offered for all contingencies. Media allows the communication of messages or texts between senders and receivers, the mass media need to be seen in terms of their public and character. One understanding of the media as the medium of communication between senders and receivers. 

Reference 3 - Cooke, M and Buckley.N. (2008) Web 2.0, social networks and the future of market research.

Market Research is often accused of failing to provide the insights sought by our clients, and in an increasingly complex society we are challenged to embrace a different model of thinking with different principles at its centre. We believe that a Web 2.0 research platform and a social network approach offers marketing research new tools to meet the challenges of the future. We are currently undergoing a new media revolution. It is based around social computing. Which identified the emergence of ‘a whole new generation of consumers for whom online is becoming the lead medium and convergence is increasingly the norm’. 
The success of sites such as YouTube and Flickr is based on consumers who decide what videos or pictures they wish to look at, rather than on broadcasters who dictate their viewing. Third, today’s media is micro- chunked, rather than monolithic. At blogs, consumers read posts; at YouTube, consumers watch micro-chunked videos; they can watch as little or as much as they want rather than have the media experience pre-defined by the publisher. Fourth, the social interactions that develop around the content are the key to understanding the importance of this bite-sized user- generated content. It is the facility to rate, rank, comment on, review and respond to the new world of media that is driving the success of these new media properties. 

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